{"id":5639,"date":"2015-10-01T16:31:27","date_gmt":"2015-10-01T16:31:27","guid":{"rendered":"https:\/\/vietbrands.vn\/?p=5639"},"modified":"2018-12-24T09:44:41","modified_gmt":"2018-12-24T02:44:41","slug":"lam-sao-de-khong-bi-mac-vao-bay-danh-gia-thuong-hieu","status":"publish","type":"post","link":"https:\/\/vietbrands.vn\/?p=5639","title":{"rendered":"L\u00e0m sao \u0111\u1ec3 kh\u00f4ng b\u1ecb m\u1eafc v\u00e0o b\u1eaby \u0110\u00e1nh Gi\u00e1 Th\u01b0\u01a1ng Hi\u1ec7u?"},"content":{"rendered":"

Nh\u01b0 lo\u00e0i thi\u00eau th\u00e2n th\u00edch lao v\u00e0o l\u1eeda, d\u00e2n marketing b\u1ecb thu h\u00fat b\u1edfi nh\u1eefng b\u1ea3ng x\u1ebfp h\u1ea1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 so s\u00e1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh v\u00e0 xem n\u00f3 giao \u0111\u1ed9ng h\u00e0ng n\u0103m ra sao. S\u1ef1 x\u1ebfp h\u1ea1ng n\u00e0y d\u1ef1a tr\u00ean c\u1ea3 b\u1ea3n n\u0103ng \u201cth\u00edch so s\u00e1nh\u201d c\u1ee7a con ng\u01b0\u1eddi, l\u1eabn khao kh\u00e1t c\u1ee7a ng\u01b0\u1eddi l\u00e0m marketing khi \u0111\u01b0\u1ee3c ch\u1ee9ng minh r\u1eb1ng s\u1ef1 \u0111\u1ea7u t\u01b0 c\u1ee7a h\u1ecd \u0111ang t\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb h\u1eefu h\u00ecnh.<\/em><\/p>\n

Nhi\u1ec1u ng\u01b0\u1eddi l\u00e0m marketing coi \u0110\u00e1nh gi\u00e1 Th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t ki\u1ec3m ch\u1ee9ng t\u1ed1i h\u1eadu cho gi\u00e1 tr\u1ecb kinh doanh c\u1ee7a marketing.\u00a0 H\u1ecd cho r\u1eb1ng kh\u1ea3 n\u0103ng quy g\u00e1n m\u1ed9t ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh cho th\u01b0\u01a1ng hi\u1ec7u s\u1ebd n\u00e2ng t\u1ea7m v\u1ecb th\u1ebf c\u1ee7a h\u1ecd trong m\u1eaft nh\u1eefng ng\u01b0\u1eddi \u0111\u1ed3ng nghi\u1ec7p chu\u1ed9ng t\u00ednh to\u00e1n l\u00e0m ng\u00e0nh t\u00e0i ch\u00ednh, v\u00e0 \u0111\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi c\u1ee7a CEO, \u201cCh\u00fang ta \u0111\u01b0\u1ee3c g\u00ec t\u1eeb t\u1ea5t c\u1ea3 nh\u1eefng kho\u1ea3n chi cho Marketing?\u201d<\/p>\n

Ni\u1ec1m y\u00eau th\u00edch d\u00e0nh cho vi\u1ec7c \u0110\u00e1nh gi\u00e1 Th\u01b0\u01a1ng hi\u1ec7u l\u1edbn \u0111\u1ebfn n\u1ed7i ba \u0111\u01a1n v\u1ecb t\u01b0 v\u1ea5n n\u1ed5i ti\u1ebfng ph\u1ea3i \u0111\u01b0a ra b\u1ea3ng x\u1ebfp h\u1ea1ng h\u00e0ng n\u0103m v\u1ec1 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi. Nh\u1eefng b\u1ea3ng x\u1ebfp h\u1ea1ng n\u00e0y \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n trong nh\u1eefng t\u1ea1p ch\u00ed danh ti\u1ebfng nh\u01b0 BusinessWeek, Financial Times, The Banker, v\u00e0 \u0111\u01b0\u1ee3c tr\u00edch d\u1eabn trong nhi\u1ec1u t\u1edd kh\u00e1c. \u0110\u00e2y l\u00e0 m\u1ed9t c\u00f4ng nh\u1eadn x\u00e1c \u0111\u00e1ng cho vai tr\u00f2 quan tr\u1ecdng c\u1ee7a \u0110\u00e1nh gi\u00e1 Th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Nh\u01b0ng c\u00f3 m\u1ed9t v\u1ea5n \u0111\u1ec1 nh\u1ecf. Tr\u00ean ba b\u1ea3ng x\u1ebfp h\u1ea1ng, gi\u00e1 tr\u1ecb c\u1ee7a c\u00f9ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i kh\u00e1c nhau r\u00f5 r\u1ec7t. Kh\u00f4ng ph\u1ea3i ch\u1ec9 20%, m\u00e0 t\u1edbi 4 l\u1ea7n. G\u1ea1t s\u1ef1 bi\u1ebfn \u0111\u1ed9ng d\u1eef d\u1ed9i c\u1ee7a t\u00e0i ch\u00ednh qua m\u1ed9t b\u00ean, ng\u01b0\u1eddi ta v\u1eabn c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng tranh lu\u1eadn ch\u00ednh \u0111\u00e1ng r\u1eb1ng t\u1ea1i sao th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u1eefng c\u00f4ng ty t\u0103ng tr\u01b0\u1edfng cao nh\u01b0 Apple hay Google l\u1ea1i c\u00f3 th\u1ec3 bi\u1ebfn \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 nh\u01b0 v\u1eady (s\u1ef1 t\u0103ng tr\u01b0\u1edfng n\u00e0y l\u00e0 do s\u1ea3n ph\u1ea9m hay do th\u01b0\u01a1ng hi\u1ec7u?). V\u00e0 c\u00f2n kh\u00f3 h\u01a1n khi ta ph\u1ea3i h\u1ee3p l\u00fd h\u00f3a chuy\u1ec7n t\u1ea1i sao gi\u00e1 tr\u1ecb c\u1ee7a Coca-Cola lai giao \u0111\u1ed9ng t\u1eeb 45 t\u1ef7 t\u1edbi 67 t\u1ef7 \u0111\u00f4la, theo b\u1ea3ng x\u1ebfp h\u1ea1ng n\u0103m 2008 m\u00e0 c\u00e1c b\u1ea1n \u0111\u00e3 \u0111\u1ecdc.<\/p>\n

H\u00e3y so s\u00e1nh c\u00e1c b\u1ea3ng x\u1ebfp h\u1ea1ng nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u gi\u00e1 tr\u1ecb nh\u1ea5t th\u1ebf gi\u1edbi n\u0103m 2007 v\u00e0 2008 \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1edfi. Hai t\u1ed5 ch\u1ee9c h\u00e0ng \u0111\u1ea7u \u0111\u01b0a ra b\u1ea3ng x\u1ebfp h\u1ea1ng Top 100, v\u00e0 Brand Finance \u0111\u01b0a ra danh s\u00e1ch Top 500. C\u00f3 53 th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng xu\u1ea5t hi\u1ec7n trong c\u1ea3 ba danh s\u00e1ch qua 2 n\u0103m. T\u1ed5ng gi\u00e1 tr\u1ecb m\u1ed7i n\u0103m c\u1ee7a 53 th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u00e0 gi\u1ed1ng nhau trong m\u1ed7i danh s\u00e1ch, \u0111i\u1ec1u n\u00e0y cho th\u1ea5y kh\u00f4ng c\u00f3 \u0111\u01a1n v\u1ecb n\u00e0o thi\u00ean v\u1ecb theo h\u01b0\u1edbng \u0111\u00e1nh gi\u00e1 cao h\u01a1n, trong nh\u1eefng b\u1ea3ng x\u1ebfp h\u1ea1ng n\u00e0y.<\/p>\n

Cho r\u1eb1ng ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 c\u1ee7a m\u1ed7i t\u1ed5 ch\u1ee9c l\u00e0 kh\u00e1c nhau, d\u1ef1 ki\u1ebfn sai s\u1ed1 v\u1eabn c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n. Interbrand v\u00e0 Millward Brown \u0111\u1ec1u s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p \u201cl\u1ee3i nhu\u1eadn ph\u00e2n chia\u201d, ph\u01b0\u01a1ng ph\u00e1p t\u00ednh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng gi\u00e1 tr\u1ecb hi\u1ec7n t\u1ea1i r\u00f2ng c\u1ee7a ph\u1ea7n thu nh\u1eadp t\u01b0\u01a1ng lai d\u1ef1 b\u00e1o \u0111\u00f3ng g\u00f3p tr\u1ef1c ti\u1ebfp cho th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. Ng\u01b0\u1ee3c l\u1ea1i, Brand Finance s\u1eed d\u1ee5ng c\u00e1ch t\u00ednh t\u1ef7 su\u1ea5t trung th\u00e0nh, ph\u00e9p \u01b0\u1edbc l\u01b0\u1ee3ng s\u1ed1 ti\u1ec1n m\u1ed9t c\u00f4ng ty ph\u1ea3i tr\u1ea3 \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 trung th\u00e0nh t\u1eeb ng\u01b0\u1eddi s\u1eed d\u1ee5ng n\u1ebfu n\u00f3 b\u00e1n b\u1ea3n quy\u1ec1n \u0111\u1eb7c nh\u01b0\u1ee3ng cho b\u00ean th\u1ee9 ba. Ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn n\u00e0y kh\u1edfi ngu\u1ed3n t\u1eeb t\u1ef7 su\u1ea5t trung th\u00e0nh trung b\u00ecnh t\u00ednh theo ng\u00e0nh. T\u1ef7 l\u1ec7 n\u00e0y c\u00f3 th\u1ec3 t\u0103ng ho\u1eb7c gi\u1ea3m d\u1ef1a theo s\u1ee9c m\u1ea1nh hay s\u1ef1 suy y\u1ebfu c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01a1n l\u1ebb.<\/p>\n

V\u1ea5n \u0111\u1ec1 l\u00e0 m\u1ed7i ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 n\u00e0y l\u1ea1i c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn c\u00e1c \u01b0\u1edbc t\u00ednh kh\u00e1c nhau \u0111\u00e1ng k\u1ec3 v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u01a1n l\u1ebb. Trong cu\u1ed9c kh\u1ea3o s\u00e1t n\u0103m 2008, s\u1ef1 kh\u00e1c bi\u1ec7t trung b\u00ecnh gi\u1eefa gi\u00e1 tr\u1ecb cao v\u00e0 th\u1ea5p cho t\u1eebng th\u01b0\u01a1ng hi\u1ec7u trong t\u1ed5ng s\u1ed1 53 l\u00e0 kho\u1ea3ng 100%, t\u0103ng so v\u1edbi kho\u1ea3ng c\u00e1ch cao th\u1ea5p trung b\u00ecnh n\u0103m 2007, v\u1ed1n ch\u1ec9 l\u00e0 85%. \u0110\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u, s\u1ef1 kh\u00e1c bi\u1ec7t th\u1eadm ch\u00ed c\u00f2n r\u00f5 r\u1ec7t h\u01a1n \u2013 H\u00ecnh 1 cho th\u1ea5y m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 c\u00e1c gi\u00e1 tr\u1ecb quy g\u00e1n cho m\u1ed9t v\u00e0i th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u trong b\u1ea3ng x\u1ebfp h\u1ea1ng n\u0103m 2008.<\/p>\n

Ba t\u1ed5 ch\u1ee9c d\u01b0\u1eddng nh\u01b0 kh\u00f4ng th\u1ec3 nh\u1ea5t tr\u00ed v\u1edbi nhau trong vi\u1ec7c \u0111\u01b0a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o v\u00e0o Top 100. Trong n\u0103m 2008, ch\u1ec9 c\u00f3 46 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 c\u00f9ng n\u1eb1m trong c\u1ea3 ba danh s\u00e1ch, (con s\u1ed1 n\u00e0y v\u00e0o n\u0103m 2007 l\u00e0 48). V\u00e0 khi Millward Brown v\u00e0 Brand Finance \u0111\u1ed3ng thu\u1eadn nh\u1ea5t, \u00a0h\u1ecd v\u1eabn ch\u1ec9 nh\u1ea5t tr\u00ed v\u1edbi nhau trong kho\u1ea3ng 70% th\u1eddi gian.<\/p>\n

Tuy nhi\u00ean, \u0111i\u1ec1u lo ng\u1ea1i nh\u1ea5t ch\u00ednh l\u00e0 s\u1ef1 thi\u1ebfu \u0111\u1ed3ng thu\u1eadn gi\u1eefa ba t\u1ed5 ch\u1ee9c v\u1ec1 vi\u1ec7c li\u1ec7u gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u0103ng hay gi\u1ea3m t\u1eeb n\u0103m n\u00e0y sang n\u0103m kh\u00e1c. V\u1edbi g\u1ea7n m\u1ed9t n\u1eeda trong s\u1ed1 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng \u0111\u01b0\u1ee3c li\u1ec7t tr\u00ean c\u1ea3 ba danh s\u00e1ch trong hai n\u0103m, h\u1ecd kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 th\u1ed1ng nh\u1ea5t v\u1ec1 vi\u1ec7c gi\u00e1 tr\u1ecb c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 s\u1ebd t\u0103ng hay gi\u1ea3m so v\u1edbi n\u0103m tr\u01b0\u1edbc. \u00a0H\u00ecnh 3 so s\u00e1nh ph\u1ea7n tr\u0103m thay \u0111\u1ed5i trong gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u1edbi m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u t\u1eeb n\u0103m 2007 \u0111\u1ebfn n\u0103m 2008:<\/p>\n

T\u00e1c \u0111\u1ed9ng \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing<\/h3>\n

B\u00e0i h\u1ecdc l\u1edbn nh\u1ea5t cho d\u00e2n marketing ch\u00ednh l\u00e0 \u0111\u1ec3 th\u1ef1c s\u1ef1 l\u00fd gi\u1ea3i \u0111\u01b0\u1ee3c nh\u1eefng kh\u00e1c bi\u1ec7t \u1ea9n s\u00e2u trong nh\u1eefng gi\u00e1 tr\u1ecb t\u00ednh theo m\u1ed7i ph\u01b0\u01a1ng ph\u00e1p ph\u1ea3i c\u1ea7n \u0111\u1ebfn nh\u1eefng chuy\u00ean gia. M\u1ed7i t\u1ed5 ch\u1ee9c c\u00f3 m\u1ed9t l\u00fd l\u1ebd x\u00e1c \u0111\u00e1ng ri\u00eang cho ph\u01b0\u01a1ng ph\u00e1p m\u00e0 h\u1ecd l\u1ef1a ch\u1ecdn. Nh\u01b0ng \u00a0ph\u1ea3i ch\u0103ng n\u1ebfu m\u1ed7i ng\u01b0\u1eddi trong s\u1ed1 h\u1ecd c\u00f3 th\u1ec3 sai? N\u1ebfu ta \u0111\u00e3 kh\u00f4ng r\u00f5 l\u00fd do t\u1ea1i sao m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao h\u01a1n ho\u1eb7c th\u1ea5p h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c hay li\u1ec7u gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111i l\u00ean hay \u0111i xu\u1ed1ng, th\u00ec vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c s\u1ed1 li\u1ec7u trong tr\u00f2 chuy\u1ec7n hay l\u00e0m b\u00e1o c\u00e1o \u0111\u1ec1u n\u00ean \u0111\u01b0\u1ee3c xem x\u00e9t l\u1ea1i. \u0110\u00e1nh m\u1ea5t s\u1ef1 t\u00edn nhi\u1ec7m c\u00f3 th\u1ec3 nhanh h\u01a1n nhi\u1ec1u so v\u1edbi vi\u1ec7c g\u00e2y d\u1ef1ng n\u00ean n\u00f3.<\/p>\n

Nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing v\u1edbi kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o trong to\u00e1n h\u1ecdc c\u00f3 th\u1ec3 b\u1ecb c\u00e1m d\u1ed7 b\u1edfi vi\u1ec7c c\u1ed1 g\u1eafng t\u00ednh to\u00e1n gi\u1eefa ba b\u1ea3ng x\u1ebfp h\u1ea1ng v\u00e0 d\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 trung b\u00ecnh, \u0111\u1ed9 l\u1ec7ch trung b\u00ecnh, hay nh\u1eefng ch\u1ec9 s\u1ed1, \u0111\u1ec3 trung h\u00f2a ph\u01b0\u01a1ng sai c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e1nh gi\u00e1. Gi\u00e1 tr\u1ecb th\u1ed1ng k\u00ea n\u00e0y c\u00f3 v\u1ea5n \u0111\u1ec1 (h\u00e3y tin ch\u00fang th\u00f4i \u2013 ch\u00fang t\u00f4i \u0111\u00e3 th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch n\u00e0y r\u1ed3i) v\u00e0 n\u00f3 \u0111\u01b0a ra m\u1ed9t v\u1ea5n \u0111\u1ec1 l\u1edbn h\u01a1n, c\u1ee5 th\u1ec3 l\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 gi\u00e1 tr\u1ecb c\u00f3 th\u1ec3 l\u00e0 h\u1ec7 qu\u1ea3 c\u1ee7a s\u1ef1 kh\u00e1c bi\u1ec7t c\u01a1 b\u1ea3n trong \u00fd ki\u1ebfn gi\u1eefa ba t\u1ed5 ch\u1ee9c v\u1ec1 t\u1ea7m quan tr\u1ecdng t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u thu\u1ed9c nh\u1eefng ng\u00e0nh ngh\u1ec1 kh\u00e1c nhau, h\u01a1n l\u00e0 do ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e1nh gi\u00e1. V\u00ed d\u1ee5, Brand Finance c\u00f3 v\u1ebb tin v\u00e0o t\u1ea7m quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trong ng\u00e0nh d\u1ecbch v\u1ee5 t\u00e0i ch\u00ednh h\u01a1n hai t\u1ed5 ch\u1ee9c c\u00f2n l\u1ea1i.<\/p>\n

Th\u1eadm ch\u00ed gi\u1ea3 \u0111\u1ecbnh r\u1eb1ng t\u1ed5 ch\u1ee9c c\u1ee7a b\u1ea1n \u0111\u1ee7 hi\u1ec3u bi\u1ebft v\u1ec1 t\u00e0i ch\u00ednh \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ecbnh gi\u00e1 ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi t\u00ecnh h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u (c\u01a1 c\u1ea5u ng\u00e0nh, v\u0103n h\u00f3a c\u00f4ng ty, \u0111\u1ed9ng l\u1ef1c c\u1ea1nh tranh, vv), b\u1ea1n v\u1eabn c\u1ea7n ph\u1ea3i ti\u00ean l\u01b0\u1ee3ng vi\u1ec7c l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 gi\u1ea3i th\u00edch cho bi\u1ebfn \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 c\u1ee7a kh\u1ea3 n\u0103ng \u0111\u1ecbnh gi\u00e1 t\u1eeb n\u0103m nay sang n\u0103m kh\u00e1c. Tr\u00ean m\u1ed9t lu\u1eadn \u0111i\u1ec3m n\u00e0o \u0111\u00f3, n\u00f3 ho\u00e0n to\u00e0n c\u00f3 kh\u1ea3 n\u0103ng x\u1ea3y ra, v\u00e0 khi \u0111\u00f3, s\u1ebd r\u1ea5t kh\u00f3 \u0111\u1ec3 quay tr\u1edf l\u1ea1i t\u00ecm nguy\u00ean nh\u00e2n c\u1ee5 th\u1ec3 cho nh\u1eefng kh\u00e1c bi\u1ec7t \u1ea5y \u2013 \u0111\u00e2y l\u00e0 m\u1ed9t ph\u1ea7n vi\u1ec7c mang t\u00ednh \u0111\u1ecbnh l\u01b0\u1ee3ng nhi\u1ec1u h\u01a1n b\u1ea3n ch\u1ea5t \u0111\u1ecbnh t\u00ednh c\u1ee7a m\u1ed9t quy tr\u00ecnh \u0111\u00e1nh gi\u00e1 m\u00e0 ng\u01b0\u1eddi ta th\u01b0\u1eddng tin v\u00e0o.<\/p>\n

Khi hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec1u tr\u00ean, ch\u1ec9 nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing d\u0169ng c\u1ea3m nh\u1ea5t ho\u1eb7c d\u1ea1i d\u1ed9t nh\u1ea5t m\u1edbi thi\u1ebft l\u1eadp ti\u00eau ch\u00ed cho ch\u00ednh h\u1ecd ho\u1eb7c b\u1ed9 ph\u1eadn c\u1ee7a h\u1ecd d\u1ef1a v\u00e0o nh\u1eefng thay \u0111\u1ed5i h\u00e0ng n\u0103m trong \u0111\u1ecbnh gi\u00e1 tuy\u1ec7t \u0111\u1ed1i ho\u1eb7c t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a h\u1ea1ng b\u1eadc th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng dung sai kh\u00f4ng th\u1ec3 gi\u1ea3i th\u00edch \u0111\u01b0\u1ee3c c\u00f3 th\u1ec3 g\u00e2y ra suy ngh\u0129\u00a0 sai l\u1ea7m v\u1ec1 s\u1ef1 thi\u00ean v\u1ecb ho\u1eb7c\u00a0 l\u00e0m ng\u01b0\u1eddi ta n\u1ea3n l\u00f2ng.<\/p>\n

Nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing n\u00ean r\u00fat ra k\u1ebft lu\u1eadn g\u00ec?<\/h3>\n

\u0110\u1ea7u ti\u00ean, n\u00ean d\u1eebng hi v\u1ecdng r\u1eb1ng vi\u1ec7c \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u s\u1ebd l\u00e0 \u201cvi\u00ean \u0111\u1ea1n b\u1ea1c\u201d c\u1ee7a tr\u00e1ch nhi\u1ec7m gi\u1ea3i tr\u00ecnh ho\u1ea1t \u0111\u1ed9ng marketing cho \u0111\u1ebfn khi c\u00f3 m\u1ed9t Ph\u01b0\u01a1ng ph\u00e1p \u0110\u1ecbnh gi\u00e1 Th\u01b0\u01a1ng hi\u1ec7u Th\u1ed1ng nh\u1ea5t (GAAP) \u2013 ph\u01b0\u01a1ng ph\u00e1p \u0111\u01b0a ra k\u1ebft qu\u1ea3 \u0111\u1ed3ng nh\u1ea5t r\u1ed9ng r\u00e3i gi\u1eefa c\u00e1c nh\u00e0 cung c\u1ea5p (t\u01b0\u01a1ng t\u1ef1 v\u1edbi vi\u1ec7c GAAP t\u1ef1 tin r\u1eb1ng nh\u1eefng k\u1ebft q\u1ee7a t\u00e0i ch\u00ednh cho m\u1ed9t c\u00f4ng ty nh\u1ea5t \u0111\u1ecbnh s\u1ebd\u00a0 gi\u1ed1ng nhau c\u01a1 b\u1ea3n, kh\u00f4ng ph\u00e2n bi\u1ec7t c\u00f4ng ty k\u1ebf to\u00e1n n\u00e0o \u0111\u01b0a ra k\u1ebft qu\u1ea3 \u0111\u00f3). S\u1eed d\u1ee5ng c\u00e1c cu\u1ed9c \u0111i\u1ec1u tra \u0111\u1ecbnh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n nay nh\u01b0 b\u1eb1ng ch\u1ee9ng v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a marketing l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ch\u1eafc ch\u1eafn s\u1ebd ph\u1ea3n t\u00e1c d\u1ee5ng, nh\u1ea5t l\u00e0 khi c\u00e1c \u0111\u1ed3ng nghi\u1ec7p trong ng\u00e0nh t\u00e0i ch\u00ednh c\u1ee7a b\u1ea1n b\u1eaft \u0111\u1ea7u xem x\u00e9t c\u00e1c d\u1eef li\u1ec7u.<\/p>\n

Th\u1ee9 hai, ng\u01b0\u1eddi l\u00e0m marketing c\u1ea7n t\u1ef1 nh\u1ee7 r\u1eb1ng gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c s\u00e2u s\u1eafc v\u00e0o ho\u00e0n c\u1ea3nh \u2013 kh\u00f4ng c\u00f3 \u201cgi\u00e1 th\u1ecb tr\u01b0\u1eddng\u201d\u00a0 m\u00e0 t\u1ea1i m\u1ee9c \u0111\u00f3 ng\u01b0\u1eddi mua v\u00e0 ng\u01b0\u1eddi b\u00e1n thu\u1ed9c bi\u00ean h\u1ea1n s\u1ebd giao d\u1ecbch. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng \u0111\u01b0\u1ee3c trao tay th\u01b0\u1eddng xuy\u00ean, v\u00e0 khi chuy\u1ec7n \u0111\u00f3 x\u1ea3y ra, gi\u00e1 tr\u1ecb c\u1ee7a n\u00f3 s\u1ebd b\u1ecb t\u00e1c \u0111\u1ed9ng b\u1edfi c\u00f4ng ty mua v\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u1ee5 th\u1ec3 c\u1ee7a ng\u00e0nh ngh\u1ec1. V\u00ed d\u1ee5, Johnson & Johnson tr\u1ea3 16.6 t\u1ef7 \u0111\u00f4 la cho c\u00e1c doanh nghi\u1ec7p h\u00e0ng ti\u00eau d\u00f9ng c\u1ee7a Pfizer \u2013 vi\u1ec7c n\u00e0y \u0111\u00e3 t\u0103ng doanh s\u1ed1 l\u00ean 4.3 l\u1ea7n, so s\u00e1nh v\u1edbi ph\u1ea7n t\u0103ng 5.7 l\u1ea7n v\u1edbi s\u1ed1 ti\u1ec1n P&G tr\u1ea3 tr\u01b0\u1edbc \u0111\u00e2y cho v\u1ee5 mua l\u1ea1i Gillette l\u00e0 57 t\u1ef7 \u0111\u00f4 la.<\/p>\n

Th\u1ee9 ba, cho r\u1eb1ng m\u1ed9t lo\u1ea1t c\u00e1c y\u1ebfu t\u1ed1 v\u01b0\u1ee3t ngo\u00e0i t\u1ea7m ki\u1ec3m so\u00e1t c\u1ee7a ng\u01b0\u1eddi l\u00e0m marketing g\u00e2y \u1ea3nh h\u01b0\u1edfng t\u1edbi nh\u1eefng con s\u1ed1 \u0111\u1ecbnh gi\u00e1 cu\u1ed1i c\u00f9ng, d\u00e2n marketing c\u1ea7n t\u1eadp trung v\u00e0o nh\u1eefng bi\u1ebfn s\u1ed1 m\u00e0 d\u1ef1a tr\u00ean \u0111\u00f3 \u1ea3nh h\u01b0\u1edfng c\u1ee7a h\u1ecd l\u00e0 c\u00f3 th\u1ec3 ch\u1ee9ng minh \u0111\u01b0\u1ee3c. Lu\u1eadn \u0111i\u1ec3m c\u1ee7a h\u1ecd n\u00ean ch\u1ec9 ra r\u1eb1ng Marketing ho\u1ea1t \u0111\u1ed9ng nh\u01b0 c\u1ea5p s\u1ed1 nh\u00e2n c\u1ee7a hi\u1ec7u qu\u1ea3 kinh doanh c\u01a1 b\u1ea3n. M\u1ee5c \u0111\u00edch c\u1ee7a h\u1ecd n\u00ean l\u00e0 \u0111\u1ecbnh r\u00f5 th\u01b0\u1edbc \u0111o marketing t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111o gi\u00e1 tr\u1ecb m\u00e0 marketing mang l\u1ea1i cho doanh nghi\u1ec7p \u2013 nhi\u1ec1u kh\u00e1ch h\u00e0ng h\u01a1n, kh\u00e1ch h\u00e0ng ghi nh\u1edb l\u00e2u h\u01a1n, t\u1ef7 l\u1ec7 doanh thu tr\u00ean kh\u00e1ch h\u00e0ng cao h\u01a1n, gi\u00e1 tr\u1ecb bi\u00ean tr\u00ean \u0111\u1ed3ng \u0111\u00f4-la cao h\u01a1n. Chuy\u1ec3n \u0111\u1ed5i t\u1eeb m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn \u0111\u01a1n gi\u1ea3n sang m\u1ed9t m\u1ed9t khu\u00f4n m\u1eabu t\u00e0i ch\u00ednh tin c\u1eady c\u0169ng c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 khi t\u00ednh t\u00e1c \u0111\u1ed9ng c\u1ee7a marketing d\u1ef1a tr\u00ean ba \u0111\u1ed9ng l\u1ef1c ch\u00ednh c\u1ee7a gi\u00e1 tr\u1ecb kinh doanh \u2013 l\u1ee3i nhu\u1eadn, t\u0103ng tr\u01b0\u1edfng v\u00e0 r\u1ee7i ro. Tr\u1eeb khi v\u00e0 cho \u0111\u1ebfn khi nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp m\u1ed9t n\u1ec1n t\u1ea3ng tin c\u1eady b\u1eb1ng vi\u1ec7c \u00e1p d\u1ee5ng ph\u00e9p \u0111\u1ecbnh l\u01b0\u1ee3ng \u0111\u1ec3 t\u00ednh to\u00e1n t\u00e1c \u0111\u1ed9ng c\u1ee7a marketing l\u00ean d\u00f2ng ti\u1ec1n, th\u00ec b\u1ea5t c\u1ee9 s\u1ef1 b\u00e0n t\u00e1n n\u00e0o v\u1ec1 nh\u1eefng \u0111\u00f3ng g\u00f3p c\u1ee7a marketing v\u00e0o vi\u1ec7c t\u1ea1o ra c\u1ee7a c\u1ea3i \u0111\u1ec1u n\u00ean coi nh\u1eb9, ho\u1eb7c ngang nhi\u00ean b\u1ecf qua.<\/p>\n

C\u0169ng d\u1ec5 hi\u1ec3u n\u1ebfu con ng\u01b0\u1eddi b\u1ecb thu h\u00fat v\u00e0o vi\u1ec7c x\u1ebfp h\u1ea1ng \u0111\u1ec3 so s\u00e1nh m\u00ecnh v\u1edbi ng\u01b0\u1eddi kh\u00e1c. Nh\u01b0ng, nh\u01b0 trong c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c c\u1ee7a kinh doanh v\u00e0 cu\u1ed9c s\u1ed1ng m\u00e0 ch\u00fang ta b\u1ecb c\u00e1m d\u1ed7 b\u1edfi b\u1ea3n n\u0103ng, nhi\u1ec7m v\u1ee5 c\u1ee7a ch\u00fang ta l\u00e0 \u0111\u1ec3 ch\u1ed1ng l\u1ea1i s\u1ef1 c\u00e1m d\u1ed7 \u1ea5y v\u00e0 t\u1eadp trung n\u0103ng l\u01b0\u1ee3ng v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u0103ng th\u00eam gi\u00e1 tr\u1ecb \u0111\u00edch th\u1ef1c cho vi\u1ec7c kinh doanh c\u1ee7a m\u00ecnh.<\/p>\n

Theo MarketingNPV Journal<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Nh\u01b0 lo\u00e0i thi\u00eau th\u00e2n th\u00edch lao v\u00e0o l\u1eeda, d\u00e2n marketing b\u1ecb thu h\u00fat b\u1edfi nh\u1eefng b\u1ea3ng x\u1ebfp h\u1ea1ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 so s\u00e1nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh v\u00e0 xem n\u00f3 giao \u0111\u1ed9ng h\u00e0ng n\u0103m ra sao. S\u1ef1 x\u1ebfp h\u1ea1ng n\u00e0y d\u1ef1a tr\u00ean c\u1ea3 b\u1ea3n n\u0103ng \u201cth\u00edch…<\/p>\n","protected":false},"author":1,"featured_media":5640,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[42,43,44],"class_list":["post-5639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","tag-danh-gia-thuong-hieu","tag-gia-tri-thuong-hieu","tag-lam-marketing"],"_links":{"self":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts\/5639","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5639"}],"version-history":[{"count":0,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/posts\/5639\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=\/wp\/v2\/media\/5640"}],"wp:attachment":[{"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vietbrands.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}